Profile upgrades, search tools seek to streamline how consumers select and engage brokers
The Mortgage & Finance Association of Australia (MFAA) has overhauled its Find a Broker website to give accredited brokers more scope to differentiate themselves and connect with potential clients ahead of the industry body’s next consumer campaign.
MFAA-accredited brokers can now build more detailed profiles on the platform, including photographs, short videos, biographies, business website details and social media links. The site, which is positioned as a borrower-facing entry point to the broker channel, also lets brokers outline their services and areas of specialisation, geographic coverage, languages spoken, First Nations identification, preferred meeting formats and gender.
“We have delivered the leading platform for all prospective and existing Australian borrowers to find a broker, based on their individual needs,” said Anja Pannek (pictured top), chief executive of the MFAA. “We have also upgraded Find a Broker to be a borrower-first one-stop destination that educates and builds borrower confidence. Borrowers want more than just a list of names; they want to know more about their broker, who they can trust and what to expect.”
The redesign is timed to precede the MFAA’s 2026 national consumer campaign, scheduled to launch in March, giving members several weeks to update their profiles so they can capture traffic generated by the campaign. The previous campaign, which ran from May 29 to July 31, 2025, was described as the association’s largest to date and was estimated to have reached 3.9 million Australians.
The enhanced website also introduces expanded search and filtering tools for borrowers, including a movable map and more granular criteria to match clients with brokers based on their requirements and preferences. Borrower-focused content now includes a dedicated Borrower Hub, a Home Loan Readiness Check, an Australian Home Buying Schemes Explorer, repayment and refinancing calculators, and guidance on open banking, scams and cyber security. Member-produced videos explaining the broking process are also hosted on the site.
Lead forms on broker profiles enable prospective clients to contact brokers directly, with enquiries forwarded by email containing the borrower’s details. Brokers who hold the Mortgage Finance Professional Australia (MFPA) designation will have their MFPA badge displayed on their profile, signalling additional professional education.
“Every MFAA member can decide what information they want featured on their profile and take the opportunity to stand out by telling potential clients more about themselves, while borrowers will get richer search results, making it easier for them to find a broker that matches their needs,” Pannek said.
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